Luxury brand industry index Q2

Please note: This is not the most recent brand index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent brand indexes. 

The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the luxury sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the luxury brand index, we look at three things.

1. Percentage of unprompted brand recall within a named category e.g. ‘alcohol’ ‘snacks’ or ‘entertainment’
2. How likely a person is to purchase your particular brand (purchase intent)
3. How likely a person is to recommend your brand (Net Promoter Score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Top 21 luxury brand leaders by unprompted brand recall, ranked by total brand equity

1. Gucci
2. Armani
3. Lindt
4. Apple
5. Chanel
6. Hugo Boss
7. Mercedes
8. Louis Vuitton
9. Ralph Lauren
10. Marks & Spencer
11. John Lewis
12. Rolex
13. Hilton
14. Ted Baker
15. Prada
16. BMW
17. Burberry
18. Dior
19. Jaguar
20. Rolls-Royce
21. Harrods

Key Findings

188 different brands were named, up from 153 in Q1 2018.

A brand had to have 1% of unprompted brand recall to be in the top 21 brands, and 1.3% to be in the top 10.

In the top brands mapped in the luxury brand index, the average brand strength score is down to 58 from 66. Lindt has the strongest at 155, while Harrods has the weakest at -22.

Looking at the top brands again, the average total brand equity score is way down, at 96 from 144 last quarter. This time Gucci tops the table, and steals the crown from Louis Vuitton, with a score of 290 thanks to its strong unprompted brand recall.

The overall luxury industry Net Promoter Score has also dropped this quarter, down to 17.4% from 26.4%. Amongst the top 21 brands the average is a slightly higher 19.11%.

Here is how people described the Luxury brands that came top of mind during unprompted brand recall:

The full report

The report includes:

• The UK’s leading luxury brands for awareness, purchase intent and Net Promoter Score
• Overall brand strength and total brand equity index
• Industry averages and market dynamics
• Key takeaways for the UK luxury industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 26th March 2018 – 27th March 2018.

Click to view report